Beyond Nice: The Misunderstood Side of Authenticity

Credit Union Branding & Authenticity

There’s a pervasive misunderstanding that being authentic equates to being nice. This misconception has led many credit unions to dilute their unique voices in an effort to appear caring, polite, and universally appealing.  Take brands like Liquid Death and Mountain Dew. These brands are anything but quiet and reserved, yet they are paragons of authenticity. Liquid Death, with its rebellious, in-your-face approach to selling water, and Mountain Dew, with its extreme, adrenaline-fueled marketing campaigns, are loud, unapologetic, and entirely true to their brand identities. They reflect the identity of their audience – the thrill-seekers, the rule-breakers, the ones who want more than just a product: They want a statement. And this is what many credit unions fail to see.  Average consumers don’t really care about how many awards you’ve won, what investments you’ve made, or how good you think you are. What people truly care about is how you can make something possible for them or make a problem they have go away.  As an industry, credit unions often focus on adopting a serious, formal tone to appear more authentic. We have less exciting or dynamic public personas because we are inherently risk averse. We want to be seen as caring and trustworthy, leaving us with messaging that is bland or generic. We want to be thought of like a warm blanket or comforting hug.And what is the consumer left thinking? Stuffy. Corporate. Bureaucratic. Predictable. Conservative. Disconnected. Outdated. Meanwhile, great brands recognize that their role isn’t to be the hero of the story – they are the guide, the mentor, the facilitator. The member is the hero. The brand’s job is to champion that hero, helping them overcome challenges, fulfill desires, or achieve their goals. In doing so, the brand’s authenticity shines through not in self-promotion, but in its unwavering commitment to its members’ journey and success. Let’s dig even deeper… Look at yourself personally: Do you like telling the story of who you really are, or do you prefer to craft a narrative of who you want others to see you as? Now, be honest. Being authentic isn’t about just being real; it’s about being true to your beliefs, your standards, and your ideal self – even when you don’t always live up to it. Hey, we’re human! And, in many ways, your brand is too. Liquid Death is water in an aluminum can. Mountain Dew is carbonated sugar water. They become something more, however, with effective branding. What about Snickers?  It’s just a candy bar with nougat, caramel, peanuts and chocolate. Yet, we all know Snickers “satisfies” by addressing both the physical need to quell hunger and the emotional need to feel like oneself again. Mars Inc. knows “you’re not you when you’re hungry,” and they capitalized on it with authentic brand messaging. What can we take from these iconic brands? Instead of trying to be all things to all people, focus on being true to your core values and the needs of your specific audience. Speak in a language that feels genuine and accessible. Let’s stop equating authenticity with niceness. After all, in a world full of safe, “nice” financial institutions, it’s the authentic ones that sometimes embrace boldness and a little bit of edge that truly stand out and create lasting connections with their audience. If you’re looking to strengthen your credit union’s brand, YMC is here to support you. Let’s work together to make your brand more impactful and connected to those you serve. As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

Why Credit Union Marketing Doesn’t Work (and How to Fix It!)

If you’ve ever felt like shouting into the void when promoting your credit union, you’re not alone. It can feel like no one’s listening, and you’re left wondering why your perfectly crafted messages aren’t landing. But fear not! We’re diving into three reasons why credit union marketing often falls flat—and, more importantly, how we can turn things around. 1. Too Focused on Products, Not People The Problem: Let’s face it, folks. We’ve all been guilty of pushing products a little too hard. It’s easy to get caught up in promoting that low-interest rate or the latest loan offer. But the truth is, our members (and potential members) aren’t just looking for a financial product. They’re looking for a partner who understands their needs and dreams. The Fix: Shift the focus to storytelling. Share member success stories, community involvement, and real-life examples of how your credit union makes a difference. Showcase the people behind the numbers and the community you’re building. This approach not only humanizes your brand but also creates an emotional connection that a mere product can’t. 2. Boring and Bland Messaging The Problem: Credit unions often struggle with messaging that feels dry as toast. Whether it’s due to compliance fears or simply playing it safe, the end result is content that’s forgettable and fails to engage. In a world where people are bombarded with information, bland just won’t cut it. The Fix: Inject some personality! It’s time to embrace a more relaxed and conversational tone. Don’t be afraid to have fun with your messaging—use humor, get creative with visuals, and try out different formats like videos or podcasts. Remember, your credit union is part of a vibrant community, and your messaging should reflect that energy. 3. Ignoring the Digital Landscape The Problem: Sticking to traditional marketing channels and underestimating the power of digital marketing is a big mistake. Many credit unions are still lagging in their online presence, missing out on opportunities to engage with younger, tech-savvy audiences. The Fix: Go digital and go big! Invest in a user-friendly website, active social media presence, and targeted digital ads. Use data to understand your audience’s online behavior and tailor your campaigns accordingly. And don’t forget about SEO—make sure your content is optimized so people can actually find you. The digital world is your oyster, so don’t be afraid to dive in. By focusing on people over products, spicing up your messaging, and embracing digital channels, you can breathe new life into your marketing efforts. Remember, it’s all about connecting with your community in a meaningful way. So, let’s ditch the old playbook and start making waves together! For over 15 years, we’ve helped credit unions grow their digital presence through vibrant messaging that puts people first. And we’re eager to help yours too.

Local SEO for Credit Unions: How to Make Your Credit Union Stand Out

SEO for Credit Unions

How Local SEO Can Boost Your Credit Union’s Visibility Credit unions are pretty special. Unlike big banks, they’re owned and controlled by their members – people connected by something meaningful, like working at the same company, being part of the same industry, attending the same university, or even just living in the same ZIP code. Instead of focusing on maximizing profits for shareholders, credit unions are nonprofit entities that reinvest surplus earnings into better savings rates, lower loan rates, and more favorable fees for their members. Local SEO is crucial for credit unions because it ensures your institution appears prominently when potential members search for financial services in your area. By optimizing for local search, you not only increase your visibility but also build trust and strengthen your presence within the community you serve. But what really sets credit unions apart is their deep commitment to the local community. Many credit unions go above and beyond to support groups that need a financial leg-up, whether it’s young people, the elderly, or women in traditionally patriarchal communities. They provide free financial education and resources to help everyone make the most of their money. Why Local SEO Matters for Credit Unions Local SEO is a game-changer for credit unions. Here’s why: Effective Local SEO Strategies for Credit Unions Claim and Enhance Your Google Business Profile: Start with the basics: fully claim and optimize your Google Business Profile. Ensure your listing is complete with accurate information, high-quality images, and consistent updates. Encourage your satisfied members to share their positive experiences through reviews. Integrate Local Keywords Effectively: Strategically weave local keywords into your website content, meta descriptions, and title tags. Think about the specific terms your community uses when searching for financial services, and ensure they align with your offerings. Produce Hyper-Localized Content: Create blog posts and resources that resonate with local events, news, and community concerns. This approach not only enhances your SEO but also demonstrates your active involvement in the community. Ensure Accurate Listings in Local Directories: Make sure your credit union is consistently listed in relevant local directories. Accurate and uniform information across platforms is crucial for improving your local search rankings. Build Strong Local Backlinks: Collaborate with local businesses and organizations to earn backlinks to your site. This not only boosts your SEO but also strengthens community ties and brand loyalty. Prioritize Mobile Optimization: With the majority of local searches happening on mobile, it’s essential that your website offers a seamless, mobile-friendly experience. Stay Engaged on Social Media: Actively participate on social media by engaging with your local audience. Share updates, spotlight community involvement, and promptly respond to comments and messages to build stronger connections. Implement Schema Markup: Enhance your content’s visibility with schema markup, helping search engines better understand your information. Include details like business hours, address, and member reviews to enrich search results. Emphasize User Experience (UX): A top-notch user experience is key. Ensure your website loads quickly, is easy to navigate, and provides the valuable information your members are looking In the end, local SEO isn’t just about getting to the top of search results – it’s about reinforcing your credit union’s community-focused values. By investing in local SEO, you’re not only boosting your visibility but also strengthening your role as a trusted financial partner in your community. At YMC, we get it – credit unions are all about people helping people. Let’s work together to make sure your credit union gets the local recognition it deserves.

James Carville, Newt Gingrich, and Credit Union Strategic Planning

James Carville and Paul Begala, two of the brightest brains behind President Bill Clinton’s administration, authored a book that has some great insights for all leaders. Despite being political enemies in the 90’s, Buck Up, Suck Up… and Come Back When You Foul Up: 12 Winning Secrets from the War Room includes a story about Newt Gingrinch that every leader should read and heed—especially when it comes to credit union strategic planning. Here’s the excerpt: Newt Gingrich is one of the most successful political leaders of our time. Yes, we disagreed with virtually everything he did, but this is a book about strategy, not ideology. And we’ve got to give Newt his due. His strategic ability—his relentless focus on capturing the House of Representatives for the Republicans—led to one of the biggest political landslides in American history. Now that he’s in the private sector, Newt uses a brilliant illustration to explain the need to focus on the big things and let the little stuff slide: the analogy of the field mice and the antelope. A lion is fully capable of capturing, killing, and eating a field mouse. But it turns out that the energy required to do so exceeds the caloric content of the mouse itself. So a lion that spent its day hunting and eating field mice would slowly starve to death. A lion can’t live on field mice. A lion needs antelope. Antelope are big animals. They take more speed and strength to capture and kill, and once killed, they provide a feast for the lion and her pride. A lion can live a long and happy life on a diet of antelope. The distinction is important. Are you spending all your time and exhausting all your energy catching field mice? In the short term it might give you a nice, rewarding feeling. But in the long run you’re going to die. So ask yourself at the end of the day, “Did I spend today chasing mice or hunting antelope?” So I ask: Where is your energy being spent? On field mice or antelope? It’s easy to bask in the success of a small victory, but did you really accomplish anything? The YMC strategic planning process is built around helping your credit union find and attack the antelope for big wins that fuel real growth. Are you ready to take that next step? Email Bo, and let’s get hunting.

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Sara Breckbill

Social Media Manager

Sara is YMC’s very own Social Media Manager, and she has the experience and know-how to take your social media presence to new heights. Since her first college course on social media marketing, she’s known, “This is something I could do, and be happy doing it!” Her three guiding principles in branding: consistency, relatability, and humor. She knows people remember things that make them laugh or make them feel seen, so it’s no surprise she excels at crafting strategic and engaging social media content. Her advice to young marketers is the same motto she lives her life by: Enjoy the journey! Collaborative and creative, she feels right at home at YMC.
 
In her downtime, Sara enjoys Japanese food, hot or iced coffee, and listening to her favorite singer-songwriters. Some day, she hopes to visit Niagara Falls in person, but in the meantime, she’s happy to enjoy the journey.
Mandy Garman headshot

Mandy Garman

Graphic Designer

Meet Mandy, one of YMC’s in-house Graphic Designer phenoms! Honing her craft from an early age, Mandy constantly strives to innovate design and refine her artistic techniques. An avid believer in “quality over quantity,” she feels right at home with YMC’s focus on details and dedication to providing unique strategies. In fact, her marketing philosophy reflects this drive for excellence and commitment to substantial work, “Brand consistency is key for all marketing materials. Also, I believe less is more in graphic design. White space is your friend, and the logo does not always need to be the main focal point.”

A Nashville native, Mandy is intimately familiar with the profound effects of great art and stellar design. Especially influenced by the city’s music scene, one of her lifelong ambitions – besides trips to Italy and Japan – is to professionally create album covers. When she isn’t practicing her craft, you might catch her out and about enjoying matcha boba tea or at her favorite dining establishment: Mas Tacos. That, or obsessing over her Persian cat, Benny!

Reh Harvey

Vice President of Digital Strategy

Reh Harvey, our Vice President of Digital Strategy, leads with diligence and fervor. Having previously been a member of Team YMC, he is excited to return to such an amazing culture and even more amazing people (his words)! Through his experience in the marketing world, he’s found the key to success is to stay on the cutting edge and to always keep evolving.
 
Although originally drawn to marketing for its lack of math, Reh now finds himself doing more math than he would’ve bargained for. But his self discipline and positive attitude make it easy for him to laugh and take it in stride. Hoping to one day visit Japan and enjoy some premium Sushi, Reh lives life by his creed: Be a good human. Do good work. And above all, just keep going.

Hailey Madej

Graphic Designer

As YMC’s in-house Graphic Designer, Hailey possesses an eye for detail and a drive to innovate. It’s no surprise though since being creative runs in the family! Inspired from an early age by her mom’s work as a Graphic Designer, Hailey is a seasoned expert whose talents bring vitality and accessibility to every project. As a UX/UI designer, she expertly blends the intuitive and the creative for all to enjoy.
 
In addition to the occasional freelance project, Hailey also lends her abilities to supporting art initiatives within her community, such as the Belleville Mural Project. Her favorite aspect of joining the YMC team is the friendly, uplifting culture and breadth of design tasks. When it comes to marketing, she believes in pushing boundaries and maybe breaking some rules to capture her audience’s attention. Her advice to those just starting out? “Always seek quality over quantity.”

Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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